WORK
APA ADOPTION CENTER
ONE IMMENSE INSIGHT
Sure, big dogs can seem scary. But a well-trained, well-cared-for large canine is the most loving, loyal and cuddly companion a person could ask for. And that big lump imparts a sense of confidence, security and attitude that you can only get from a dog of a certain size.
A HUGE NEW CAMPAIGN FOR BIG DOGS
CAMPAIGN LAUNCH
SOCIAL MEDIA
OUT OF HOME
DIGITAL
THE BIG BACKGROUND
There are too many large dogs, defined as weighing 40 lbs or more, in shelters, waiting for a loving home. Fear, stigma and negative headlines have led people to think these dogs are all violent, bad family dogs or simply not for them.
A GIANT CHALLENGE
That’s why the APA Adoption Center brought us in: to change perceptions around big dogs and boost adoptions.
But how do you find a new audience for large dogs and help them understand the joys of living with one? By drawing on the truth about what big dogs, and their owners, are all about.
SOME COLOSSAL CREATIVE
It’s a feeling we call: Big Dog Energy.
Our campaign appeals to potential dog owners, showing them how it feels to have 40+ lbs of love in their life.
What better way to celebrate Big Dog Energy than with some big dog billboards? In fact, we decided to go so big, we had to add just a little extra for some floppy ears. Check them out on I-64, I-170 and the corner of Hanley & Manchester.
In print and social, we explain what it means to have Big Dog Energy, with some adorable cheerleaders who just so happen to be up for adoption at the APA Adoption Center.
Still, some people can’t help themselves but hate on big dogs, especially pitbull breeds. So we’re taking on those haters with Beware of Bullies: a video in the style of Mean Tweets, where pitbull fans read internet comments from keyboard cowards to their lovable big dog friends.
PLUS MASSIVE MEDIA
Big dogs deserve a big media push. Activating our campaign across September, October and November, we launched loudly and connected with our audience on multiple platforms. We posted Big Dog Energy on those aforementioned large billboards across the St. Louis metro area, owned the Riverfront Times website with takeovers, re-skins, social posts and eBlasts and covered all bases in the social media space with image ads, video and stories for Facebook and Instagram. Big impressions, big engagement and big results.
AND MAXIMUM SPEED
There are so many big dogs in need of adoption, we knew this campaign couldn’t wait. So we got moving, working with Bruton Stroube to shoot an original campaign with just a few days of lead time. Between their expert eyes (and equipment), and an army of enthusiastic volunteer models (human and canine) gathered by the APA, we had a shoot day full of goofy grins and big dog love. Byrne PR were on hand to help us spread the word.
HEAD-TILTING NUMBERS
Our ultimate goal was to lower stigma and raise adoptions, and we were able to track progress through online metrics. Beyond the 100+ large dogs finding new homes during the three-month campaign window, we saw a 15% increase in page views to the APA website during the period. This tells us that our message not only drew attention; it also inspired action.
FIRST 3 MONTHS OF ACTIVITY:
27% INCREASE
IN NEW WEBSITE VISITORS
19,000
LANDING PAGE VISITS
77,000
FACEBOOK ENGAGEMENTS
"DARLING ONCE AGAIN BLEW IT OUT OF THE WATER. IN FACT, WE HAD OTHER PET ADOPTION AGENCIES ASKING US ABOUT THE CAMPAIGN AS SOON AS WE LAUNCHED IT. IT'S A PRETTY GOOD SIGN WHEN OUR PEERS ARE IMPRESSED BY OUR EFFORTS."
—
SARAH JAVIER
PRESIDENT & CEO
APA ADOPTION CENTER
ADOPT YOUR BIG DOG ENERGY
We’re proud to work with the APA Adoption Center to bring Big Dog Energy to St. Louis and beyond. But don’t forget: there are still big dogs in need of a home. So check them out at apamo.org/bigdogs and get yourself some BDE.